Dive Brief:
- Celsius today (June 2) launched the “Live. Fit. Go,” per details shared with Marketing Dive. The effort represents the energy drink brand’s largest integrated media investment to date.
- A 30-second hero spot demonstrates how a variety of consumers with active lifestyles use Celsius to meet their energy needs. The campaign includes linear TV, connected TV, paid and organic social, out-of-home and experiential activations.
- Created with creative agency Anomaly, “Live. Fit. Go” looks to redefine fitness beyond just the physical performance of athletes to professional, emotional and everyday well-being.
Dive Insight:
Celsius is taking the next step in its journey with “Live. Fit. Go.,” a campaign that supports the energy drink’s brand growth and global market expansion with a large media investment.
A 30-second anthem spot demonstrates how consumers with active lifestyles spanning home, work and play use Celsius to meet their needs, including a man who balances family life with shifts as a firefighter; a nurse who surfs; and a businesswoman who runs marathons and enjoys nightlife. More characters will be revealed in ads throughout the year.
“With ‘Live. Fit. Go.,’ we’re peeling back the layers of what energy truly means to people – whether it’s a surge of focus for a demanding job, the stamina to chase your personal passions, or the resilience to balance life’s responsibilities,” said CMO Kyle Watson in a statement.
“Live. Fit. Go.” sees Celsius evolving its pitch beyond athletes and gym-goers to a wider range of consumers as the increasingly crowded energy drink market continues to grow, from about $79 billion in 2024 to more than $125 billion by 2030, according to Grand View Research. Parent company Celsius Holdings in Q1 2025 saw revenue decline 7% compared to the prior-year period, attributing the drop to distributor and promotional issues.
Along with the anthem spot, the campaign includes three 15-second spots, all of which were created by director-producer Jackson Tisi and Stagwell creative agency Anomaly. Anomaly has been active as of late, producing ads for brands including Starbucks, Keebler, Buffalo Wild Wings and Hotels.com.
Celsius, which was boosted in 2022 by a $550 million investment by PepsiCo, has focused previous marketing efforts around sports. The beverage will serve official energy drink of Major League Soccer through the 2026 season and has expanded its NIL roster to reach Gen Zers.